Google Revamps Search Results for European Users Ahead of Digital Markets Act Implementation

As the Digital Markets Act (DMA) gears up to take effect in March 2024, Google is proactively altering its approach to search results and other products in compliance with the impending European Union legislation. The DMA, designed to foster fair and open digital markets, aims to curb the influence of major tech companies like Alphabet (Google), Apple, Meta (Facebook), Microsoft, Amazon, and ByteDance (TikTok).

Among the consumer-facing changes Google is implementing, one significant modification involves the incorporation of “dedicated units” within search results specifically tailored for EU residents seeking purchase-related information. These dedicated units will showcase links to comparison sites from various sources on the web. Additionally, the new search pages will feature “query shortcuts” at the top to facilitate users in refining their searches.

For instance, when users search for hotels, Google will allocate a designated space in the search results for comparison sites, providing enhanced details for each result, including images, star ratings, and more. To adhere to DMA guidelines, Google will need to exclude its own services, such as Google Flights, from appearing in the search results.

Furthermore, Google is expanding search engine options on Android for European residents, enabling them to choose an alternative default search engine apart from Google. Similar options will be presented to Chrome users on desktops, iPhones, and iPads.

In addition to these adjustments, European users will encounter an extra consent banner in search results, seeking permission to continue sharing data across Google’s apps and services for customization and personalized ads. Google emphasizes that opting out of linked services may result in limited or unavailable features, although specific details about the impacted features remain unspecified.

Finally, as part of its commitment to data portability, Google is introducing a Data Portability API for developers. This new tool will assist developers in transferring user data to third-party apps or services. While Google already allows users to download or transfer copies of their data from its apps, the Data Portability API expands the scope and scale of these data portability services. The proactive measures undertaken by Google underscore its readiness to navigate the evolving regulatory landscape and adhere to DMA guidelines while continuing to serve its European user base.